WHERE SUCCESSFUL ADVERTISING MEETS LGBT EQUALITY

Philip Morris Cos., Kaffeetanten Mogen's Light (sitting)

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2000 Print Report A Problem

Michael Stuber, who developed the Jacobs campaign for Kraft, explains that the male-image campaign slogan "Kaffeetante" -- which is the word for a woman that likes to sit with her friends drinking coffee and gossiping -- was originally developed for women, but didn't do too well with females. However, gay people who saw it thought it was funny and cool, so Kraft decided to develop it as a gay campaign.

Company
Philip Morris Cos.
Brand
Jacobs Krönung light
Industry
Non-Alcoholic Beverages
Media Outlet
Print
Country
Germany
Region
Europe
Agency
JWT
AdRespect Themes
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